Editor’s Note: Earlier this year, Airport Experience News launched the AX Next Gen Collective, an advisory group dedicated to elevating the voices of emerging leaders across the North American airport concessions industry. Throughout the coming year, the 12 professionals selected for the Collective will share their perspectives on the trends, opportunities, and challenges shaping the future of the business. They’ll also provide valuable feedback to the AXN team, offering insight into how the next generation of industry leaders consumes media, connects with content, and engages with the industry.
As part of this ongoing series, each week the AXN NewsFlash spotlights a different member of the AX Next Gen Collective. This week, we feature Branden Sowers, senior director of concessions at Denver International Airport. Sowers shared his experiences and insight with AXN’s Sarah Beling.
Beling: How did you land in the airport concessions industry?
Sowers: I started out studying hospitality at Purdue University and after graduating pursued a career in sports and entertainment with Aramark, where I had the privilege of enriching the experiences of over 50,000 fans daily. When an opportunity at Denver International Airport came up, I saw it as a natural next step going from creating memorable moments for tens of thousands of fans to reshaping the passenger journey for over 80 million travelers a year at one of the largest airports in North America. The scale, the complexity, and the runway to grow made it an easy decision.
Beling: What are you doing now (and how did you get there)?
Sowers: Today, I’m honored to serve as senior director of concessions, overseeing the growth and strategy for DEN’s concessions program. Getting here wouldn’t have been possible without the strong leadership and unwavering mentorship of Pamela DeChant and Penny May, two industry leaders who pushed me to think bigger at every stage.
Beling: What area of the airport concessions sector would you like to explore in the future?
Sowers: As the industry continues to evolve quickly, I’m most interested in how airports can strengthen small business programs to create meaningful, lasting opportunities for small businesses and local entrepreneurs. There’s real work to be done in how we design RFPs and structure agreements to lower barriers to entry, making it possible for small businesses to compete for opportunities at an airport. Done well, that approach doesn’t just serve small businesses, it produces a more authentic, differentiated airport experience for every passenger walking through.
Beling: How do you predict the airport concessions sector will evolve to serve younger generations of travelers?
Sowers: Younger travelers want an experience, not a transaction. They’re not just looking for a meal before a flight they want to feel like the airport reflects the city they’re in. They prioritize value for experience to justify the price, and they’ll pay for it when a concept feels authentic. That’s driving real demand for local curation: local chefs, regional brands, and concepts you simply can’t find replicated in every airport across the country. At DEN, that means leaning into Colorado’s food culture, local breweries, and homegrown brands that give travelers a genuine sense of place, whether they’re arriving for the first time or heading home.
Beling: What is your favorite airport concession (restaurant, bar, store, amenity) and why?
Sowers: I have a soft spot for Williams & Graham, a speakeasy located on Concourse A here at DEN, operated by Mission Yogurt. It was one of the first projects I worked on at DEN, and watching it go from RFP to a fully operating concept was an incredible experience. The location pulls you completely out of the hustle and bustle of the airport. It’s immersive, it’s unexpected, and it feels like a genuine Denver experience. The craft cocktail program is exceptional, and the food menu showcases local cuisine in a way that makes you want to linger.
